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Curriculum Vitae

Dr. Kevin Kam Fung So, Assistant Professor School of Hotel, Restaurant and Tourism Management Phone: + 803 777 7620

701 Assembly Street, Coliseum Room1011-C Fax: + 803 777 1224

Columbia SC 29208 Email: [email protected]

Areas of Research Expertise Areas of Teaching Expertise

Branding Hospitality and Tourism Marketing

Services Marketing Advanced Quantitative Methods

Customer Engagement Research Methods

Advanced Quantitative Methods Business Statistics

Sharing Economy Foundations of Tourism

Electronic Word-of-Mouth Resort Management

Education

February, 2010 –

December, 2013

Doctor of Philosophy in Services Marketing Department of Tourism, Sport, and Hotel Management, Griffith Business

School, AACSB Accredited, Griffith University, Australia

Dissertation title: An Investigation of the Role of Customer Engagement in

Strengthening Service Brand Loyalty

This research has been chosen by the editorial team of International

Journal of Contemporary Hospitality Management, as the winner of the

2014 Emerald/EFMD Outstanding Doctoral Research Award in the

Hospitality Management category

Principal Advisors: Dr. Ceridwyn King and Dr. Beverley Sparks

Associate Advisor: Dr. Ying Wang

Examiners: Dr. Cathy Hsu, The Hong Kong Polytechnic University

Dr. Anna Mattila, Pennsylvania State University

July, 2009 –

December, 2010

Graduate Certificate of Mathematical Science Major: Statistics and Statistical Modelling

School of Mathematical Sciences, Science and Engineering Faculty Queensland University of Technology, Australia

Overall GPA: 6.71/7

July, 2006 –

June, 2009

Bachelor of Business in Hotel Management (First Class Honors)

Department of Tourism, Sport, and Hotel Management, Griffith Business

School, AACSB Accredited, Griffith University, Australia

Thesis title: An Empirical Investigation of Hotel Brand Equity

Awarded the Griffith University Medal

Overall Undergraduate GPA: 6.88/7

mailto:[email protected]


Academic Experience

August, 2014 –

present

Assistant Professor, School of Hotel, Restaurant and Tourism

Management, College of Hospitality, Retail and Sport Management,

University of South Carolina, Columbia, USA

August, 2014 –

present

Research Associate, The Center of Economic Excellence in Tourism

and Economic Development, College of Hospitality, Retail and Sport

Management, University of South Carolina, Columbia, USA

February, 2014 –

July, 2014

Senior Research Assistant, Griffith Institute for Tourism, Griffith

Business School, Griffith University, Australia

July, 2014 –

January, 2014

Research Assistant, Department of Tourism, Sport and Hotel

Management, Griffith Business School, Griffith University, Australia

July, 2008 –

November, 2013

Sessional Tutor/Head Tutor/Guest-Lecturer (Multiple roles),

Department of Tourism, Sport and Hotel Management, Griffith Business

School, Griffith University, Australia

March, 2013 –

November, 2008

Peer Assisted Study Session Leader, Griffith University, Griffith

Business School, Australia

Awards and Honors

2018 William Bradford Wiley Memorial Best Research Paper of the Year Award, The

International Council on Hotel, Restaurant & Institutional Education (I-CHRIE)

2018 Best Track Chair Award, 2018 Global Marketing Conference at Tokyo, Japan, The

Global Alliance of Marketing & Management Associations

2018 Emerald Literati Network Awards for Excellence 2018: Highly Commended Paper

Award from International Journal of Contemporary Hospitality Management

2018 The Patricia G. Moody Researcher of the Year Award 2018, College of Hospitality,

Retail, and Sport Management, University of South Carolina

2017 Nominee, Breakthrough Stars Awards, Office of the Vice President for Research,

University of South Carolina

2017- Merit Award, College of Hospitality, Retail, and Sport Management, University of South

2018 Carolina

2017 Finalist, The Patricia G. Moody Researcher of the Year Award 2017, College of

Hospitality, Retail, and Sport Management, University of South Carolina

2017 Certificate of Outstanding Contribution in Reviewing, in recognition of the contributions


made to the quality of the journal, International Journal of Hospitality Management

2016- Merit Award, College of Hospitality, Retail, and Sport Management, University of South

2017 Carolina

2016 Finalist, The Patricia G. Moody Researcher of the Year Award 2016, College of


2015 Journal of Hospitality & Tourism Research Article of the Year Award

2015 Winner of the 2014 Emerald/EFMD Outstanding Doctoral Research Award in the

Hospitality Management category

2014 Journal of Travel & Tourism Marketing Martin Oppermann Best Article of the Year

Award

2011 Emerald Literati Network Awards for Excellence 2011: Highly Commended Paper

Award from International Journal of Contemporary Hospitality Management

2011 Second Prize, Griffith Business School Higher Degree Research Poster

Competition

2010- Griffith University Postgraduate Research Scholarship (GUPRS) (AUD22,000 each

2014 year for 3.5 years of PhD candidature equivalent to a total of AUD77,000)

2010- Griffith Business School Top-Up Scholarship (GBSTOP) (AUD10,000 each year

2013 for the first 3 years of PhD candidature equivalent to a total of AUD30,000).

2010- International Postgraduate Research Scholarship (IPRS) (Tuition Scholarship for

2014 3.5 years of PhD candidature equivalent to a total of AUD63,000)

2009 Griffith University Medal. Two of approximately 5000 graduates received the award.

Description from Griffith University: The University Medal is an award of rare

excellence and is not necessarily awarded in any year. To be eligible for the award of the

University medal, a graduate must gain a bachelor’s degree with first class honors at the

University and meet other specified criteria.

2009 Griffith Business School Honors Scholarship (AUD5,000)

2009 Department of Tourism, Leisure, Hotel and Sport Management Honors Scholarship

(AUD 2,500)

2009 Full Tuition Scholarship for Honors Degree (Full year tuition equivalent to

AUD18,000)

2009 Griffith Award for Academic Excellence, 2008 – 2009




2007 Scholarship for Griffith – Pukyong National University (Korea) Cultural Exchange

Program (Winter)

2007 Golden Key Honour Society Award

Editorial Board Member:

Journal of Travel Research (SSCI)

Journal of Hospitality & Tourism Research (SSCI)

International Journal of Contemporary Hospitality Management (SSCI)

Journal of Destination Marketing & Management (SSCI)

Tourism Economics (SSCI)

Tourism Analysis

Journal of Hospitality and Tourism Insight

Journal of Global Scholars of Marketing Science

Ad Hoc Reviewer:

International Journal of Hospitality Management (SSCI)

Cornell Hospitality Quarterly (SSCI)

Tourism Management (SSCI)

Journal of Hospitality Marketing & Management (SSCI)

Journal of Vacation Marketing (SSCI)

Tourism Management Perspectives Journal of Leisure Research

Journal of China Tourism Research

European Journal of Marketing (SSCI)

Journal of Marketing Management (SSCI)

Journal of Service Theory and Practice (SSCI)

Journal of Asia Pacific Tourism Research (SSCI)

Conference Reviewer/Scientific Committee Member:

2018 The 24th Annual Graduate Education & Graduate Student Research Conference in

Hospitality and Tourism, Houston, USA.

2017 The 23nd Annual Graduate Education & Graduate Student Research Conference in

Hospitality and Tourism, Dallas-Fort Worth, USA.

2017 Scientific Committee Member for the 4th World Research Summit for Tourism

and Hospitality, Orlando, USA.


2017 The 2017 International Council on Hotel, Restaurant, and Institutional Education

(ICHRIE) Summer Conference, Baltimore, USA.

2016 Journal of Hospitality & Tourism Research Article of the Year Committee

2016 The 22nd Annual Graduate Education & Graduate Student Research Conference in



(ICHRIE) Summer Conference, Dallas, USA.


(ICHRIE) Summer Conference, Orlando, USA.

2015 The 21th Asia Pacific Tourism Association Annual Conference, Kuala Lumpur, Malaysia

2015 Scientific Committee Member for the 3rd World Research Summit for Tourism

and Hospitality, Orland, USA.

Conference Moderator:

2017 The 3rd Global Tourism & Hospitality Conference, Hong Kong, China.




(ICHRIE) Summer Conference, Dallas, USA.

2016 The 2nd Global Tourism & Hospitality Conference, Hong Kong, China.


(ICHRIE) Summer Conference, Orlando, USA.


Hospitality and Tourism, Tampa, Florida.

2011 The First World Research Summit for Tourism and Hospitality, Hong Kong, China.


Refereed Publications

[Refereed Journal Articles]

*Student publication

1. So, K. K. F., Oh, H., & Min, S. (2018). Motivations and constraints of Airbnb

customers: Findings from a mixed methods approach. Tourism Management, 67, 224-

236. (USC’s HRTM A+) (SSCI) (ABDC: A*) This article was awarded the 2018

William Bradford Wiley Memorial Best Research Paper of the Year Award. The

article is currently ranked as one of the most highly downloaded articles published

in Tourism Management

2. Xiong, L., So, K. K. F., Wu, L., & King, C. (2018). Speaking up because it’s my brand:

Examining employee psychological brand ownership and voice behavior in internal

branding. International Journal of Hospitality Management. (USC’s HRTM A+) (SSCI)

(ABDC: A*)

3. *Min, S., So, K. K. F., & Jeong, M. (2018). Factors affecting consumer adoption of Uber

mobile application: Insights from innovation diffusion theory and technology acceptance

model. Journal of Travel & Tourism Marketing. (USC’s HRTM A) (SSCI) (ABDC: A)

4. *Cao, Y., Li, X. R., DiPietro, R. & So, K. K. F. (2018). The creation of memorable dining

experiences: Formative index construction. International Journal of Hospitality

Management. (USC’s HRTM A+) (SSCI) (ABDC: A*)

5. Hudson, S., So, K. K. F., Meng, F., Cardenas, D., & Li, J. (2018). Racial discrimination in

tourism. The case of African-American travelers in South Carolina. Current Issues in Tourism.

(USC’s HRTM A) (SSCI) (ABDC: A)

6. Meng, F., Zhang, P., Li, H., & So, K. K. F. (2018). Modeling precursors of impulsive tourist

shopping behavior: Evidence from long-haul Chinese outbound tourists. International

Journal of Tourism Research. (USC’s HRTM A) (SSCI) (ABDC: A)

7. Wu, L., So, K. K. F., Xiong, L., & King, C. (In press). The impact of employee

conspicuous consumption cue and physical attractiveness on consumers’ behavioral

responses to service failures. International Journal of Contemporary Hospitality

Management. (USC’s HRTM A+) (SSCI) (ABDC: A)

8. *Taylor, S., DiPietro, R. & So, K. K. F. (2018). Pop-Up dining experiences: Increasing

experiential value and relationship quality. International Journal of Hospitality

Management, 74, 45-56. (USC’s HRTM A+) (SSCI) (ABDC: A*)

9. So, K. K. F., Wu, L., Xiong, L., & King, C. (2018). Brand management in the era of social

media: Social visibility of consumption and customer brand identification. Journal of Travel

Research, 57(6), 727-742. (USC’s HRTM A+) (SSCI) (ABDC: A*)


10. Shapiro, S. L., Reams, L., & So, K. K. F. (2018). Is it worth the price? The role of

perceived financial risk, identification, and perceived value in purchasing pay-per-view

broadcasts of combat sports. Sport Management Review. (USC’s SPTE A+) (SSCI)

(ABDC: A*)

11. Xie, K., & So, K. K. F. (2017). The effects of expert reviews on future reputation,

popularity, and financial performance of hotels: Insights from data analytics. Journal of

Hospitality & Tourism Research. (The authors contributed equally to the research) (USC’s

HRTM A+) (SSCI) (ABDC: A)

12. Zhu, G., So, K. K. F., & Hudson, S. (2017). Inside the sharing economy: Understanding

consumer motivations behind the adoption of mobile applications. International Journal of

Contemporary Hospitality Management, 29(9), 2218-2239. (USC’s HRTM A+) (SSCI)

(ABDC: A) This paper was awarded the Emerald Literati Network Awards for

Excellence 2018: Highly Commended Paper Award

13. *Hwang, Y., Ballouli, K., So, K. K. F., & Heere, B. (2017). Effects of brand congruity and

game difficulty on gamers’ response to advertising in sport video games. Journal of Sport

Management, 31(5), 480-496. (USC’s SPTE A+) (SSCI) (ABDC: A*)

14. Bui, H. T., So, K. K. F., Kwek, A., & Rynne, J. (2017). The impacts of self-efficacy on

academic performance: An investigation of domestic and international undergraduate

students in hospitality and tourism. Journal of Hospitality, Leisure, Sport & Tourism

Education, 20, 47-54. (USC’s HRTM B) (SSCI) (ABDC: C)

15. So, K. K. F., King, C., Hudson, S., & Meng, F. (2017). The missing link in building

customer brand identification: The role of brand attractiveness. Tourism Management, 59,

640-651. (USC’s HRTM A+) (SSCI) (ABDC: A*)

16. Wang, Y., So, K. K. F., & Sparks, B. A. (2017). What technology-enabled services do

travelers value? Investigating the role of technology readiness. Journal of Hospitality &

Tourism Research, 41(7), 771-796. (USC’s HRTM A+) (SSCI) (ABDC: A)

17. Xie, K., So, K. K. F., & Wang, W. (2017). Joint effects of management responses and online

reviews on hotel financial performance: A data-analytics approach. International Journal of

Hospitality Management, 62, 101-110. (The first and second authors contributed equally to

the research) (USC’s HRTM A+) (SSCI) (ABDC: A*)

18. Wang, Y., So, K. K. F., & Sparks, B. A. (2017). Technology readiness and customer

satisfaction with travel technologies: A cross-country investigation. Journal of Travel

Research. 56(5), 563-577. (USC’s HRTM A+) (SSCI) (ABDC: A*)

19. So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). Enhancing customers’

relationships with the retail service brand: The role of customer engagement. Journal of

Service Management, 27(2), 170-193. (Formerly International Journal of Service Industry

Management (IJSIM), which is considered as one of the top two service management or


services marketing journals in the marketing discipline according to both Rust and Huang

(2014) and Moussa and Touzani (2010) (SSCI) (ABDC: A). This article was downloaded

over 1300 times in 2016, making it the second most downloaded article published in

the journal in 2016.

20. Nunkoo, R., & So, K. K. F. (2016). Residents’ support for tourism: Testing alternative

structural models. Journal of Travel Research, 55(7), 847-861. (USC’s HRTM A+)

(SSCI) (ABDC: A*) This article is ranked the journal’s eighth most highly cited

article published in publication years 2015-2016.

21. Sparks, B. A., So, K. K. F., & Bradley, G. L. (2016). Responding to negative online

reviews: The effects of hotel responses on customer inferences of trust and concern.

Tourism Management, 53, 74-85. (Lead author in drafting the manuscript) (USC’s

HRTM A+) (SSCI) (ABDC: A*)

22. So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). The role of customer engagement

in building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), 64-78.

(USC’s HRTM A+) (SSCI) (ABDC: A*) This article is currently ranked the No. 1 most

downloaded article published in the Journal of Travel Research. It is also the journal’s

third most highly cited article published in publication years 2015-2016.

23. King, C., & So, K. K. F. (2015). Enhancing hotel employees' brand understanding and

brand building behavior in China. Journal of Hospitality & Tourism Research, 39(4), 492-

516. (USC’s HRTM A+) (SSCI) (ABDC: A*)

24. *Xiao, H., So, K. K. F., & Wang, Y. (2016). The university Student travel market:

Motivations and preferences for activities. Tourism Analysis, 20(4), 399-412. (Authors

listed alphabetically) (USC’s HRTM A+) (ABDC: A)

25. So, K. K. F., King, C., & Sparks, B. A. (2014). Customer engagement with tourism

brands: Scale development and validation. Journal of Hospitality & Tourism Research,

28(3), 304-329. (USC’s HRTM A+) (SSCI) (ABDC: A). Awarded the Article of the

Year Award in 2015. It was the journal’s second most cited article published in

publication years 2014-2015.

26. King, C., & So, K. K. F. (2014) Creating a virtual learning community to engage

international students. Journal of Hospitality & Tourism Education, 26(3), 136-146.

(USC’s HRTM A) (ABDC: B)

27. McLennan, C. J., Becken, S., Battye, R., & So, K. K. F. (2014). Voluntary carbon

offsetting: Who does it?. Tourism Management, 45, 194-198. (USC’s HRTM A+) (SSCI)

(ABDC: A*)

28. King, C., So, K. K. F., & Grace, D. (2013). The influence of service brand orientation on

hotel employees' attitudes and behavior in China. International Journal of Hospitality

Management. 34, 172-180. (USC’s HRTM A+) (SSCI) (ABDC: A*)


29. So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2013). The influence of customer

brand identification on hotel brand evaluation and loyalty development. International

Journal of Hospitality Management, 34, 31-41. (USC’s HRTM A+) (SSCI) (ABDC:

A*) This article is currently ranked as one of the most highly cited articles

published in the International Journal of Hospitality Management.

30. Kwek, A., Bui, H., Rynne, J., & So, K. K. F. (2013). The impacts of self-esteem and

resilience on academic performance of hospitality and tourism students. Journal of

Hospitality & Tourism Education. 25(3), 110-122. (USC’s HRTM A) (ABDC: B)

31. Browning, V., So, K. K. F., & Sparks, B. A. (2013). The influence of online reviews on

consumers’ attributions of service quality and control for service standards in hotels.

Journal of Travel and Tourism Marketing, 30(1-2), 23-40. (Authors listed

alphabetically) (Lead author in drafting the manuscript) (USC’s HRTM A) (SSCI)

(ABDC: A) Awarded the “Martin Oppermann Best Article of the Year 2013”

Award

32. So, K. K. F., & King, C. (2010). “When experience matters”: building and measuring

hotel brand equity: The customers' perspective. International Journal of Contemporary

Hospitality Management, 22(5), 589-608. (USC’s HRTM A+) (SSCI) (ABDC: A)

Awarded the Emerald Literati Network Awards for Excellence 2011: Highly

Commended Paper Award.

[Book Chapters]

1. Hudson, S., & So, K.K.F. (In press) Music Festivals Engaging with Consumers Using Social

Media,” In Robertson, M. & Page, S. (Eds.), Routledge Handbook of Event

Design, Rutledge. 2. Hudson, S., Meng, F., Cárdenas, D., & So, K.K.F. (2016). Knowledge Transfer: Can

Research Centers Make a Difference?. In N. Scott, M. Van Niekerk, & M. De Martino (Eds), Knowledge Transfer to and within Tourism: Academic, Industry and Government Bridges, Emerald.

3. So, K.K.F., Liu, W., Wang, Y., & Sparks, B. A. (2015). Service Expectations of Chinese

Outbound Tourists. In X.R. Li (Ed.), Chinese Outbound Tourism 2.0., Apple Academic Press.

4. So, K.K.F., King, C., & Sparks, B. A. (2015). Extending the Tourism Experience: The

role of customer engagement, In R. J. Brodie, L. Hollebeek, & J. Conduit (Eds), Customer Engagement: Contemporary Issues and Challenges, Routledge.


[Conference Papers/Presentations]

1. Min, S., So, K. K. F., & Jeong, M. (2018). Understanding Consumer Adoption of the Uber

Mobile Application: Testing the Moderating Effects of Technology Readiness. Paper

presented at the 2018 I-CHRIE Summer Conference, Palm Springs, USA.

2. So, K. K. F., Oh, H., & Min, S. (2018). Creating consumer values in Airbnb: testing the

effects of the underlying value dimensions. Paper accepted for presentation at 2018 Global

Marketing Conference at Tokyo, Japan.

3. Liu, H., So, K. K. F., & Li, X. (2018). Capturing unobserved heterogeneity in destination

attribute evaluation and tourist satisfaction: A response-based segmentation using FIMIX-

PLS. Paper accepted for presentation at 2018 Travel and Tourism Research Association

Annual Conference, Miami/Coral Gables, Florida.

4. Li, J., Hudson, S. & So, K. K. F. (2018). The Airbnb experience scale development and

validation. Paper accepted for presentation at the Southeastern Travel and Tourism

Research Association’s Annual Conference in Myrtle Beach, USA.

5. So, K. K. F., Oh, H., & Min, S. (2017). Motivations and constraints of Airbnb customers:

Insights from a mixed-methods study. Paper presented at the 4th World Research Summit for

Tourism and Hospitality: Innovation, Partnerships and Sharing, Orlando, USA.

6. Min, S., So, K. K. F., & Jeong, M. (2017). Consumer adoption of the Uber mobile

application: Integrating the technology acceptance model and technology readiness. Paper

presented at the 23nd Annual Graduate Education and Graduate Student Research

Conference in Hospitality and Tourism, Dallas-FortWorth, USA.

7. So, K. K. F., Yang, Y., & Li, X. R. (2017). A meta-analytic structural equation model of

brand loyalty formation: A synthesis of studies in the hospitality literature. Paper presented

at the 3rd Global Tourism & Hospitality Conference, Hong Kong.

8. So, K. K. F., Xie, K., & Wu, J. (2017). Repeat purchase in peer-to-peer accommodation

services through the lens of construal level theory. Paper presented at the 3rd Global

Tourism & Hospitality Conference, Hong Kong.

9. Wang, Y., So, K. K. F., & Sparks, B. A. (2017). Effects of reciprocity and social proof on

online customer engagement. Paper presented at the 3rd Global Tourism & Hospitality

Conference, Hong Kong.

10. So, K. K. F., Xie, K., & Wu, J. (2017). Customer loyalty in peer-to-peer accommodation

services: Effects of psychological distances on repeat purchase with hosts. Paper presented

at the 2017 I-CHRIE Summer Conference, Baltimore, USA.

11. Min, S., So, K. K. F., & Jeong, M. (2017). Factors affecting consumer adoption of Uber

mobile application: Insights from Innovation Diffusion Theory and Technology Acceptance


Model. Paper presented at the 2017 I-CHRIE Summer Conference, Baltimore, USA.

12. Wu, L., So, K. K. F., Xiong, L., & King, C. (2017). Employee conspicuous consumption cue

and consumers’ responses to service failures. Paper presented at the 2017 I-CHRIE Summer

Conference, Baltimore, USA.

13. Hudson, S., So, K. K. F., Cárdenas, D., & Meng, F. (2017). The symbiotic relationship

between tourism and retirement migration. Paper presented at INVTUR 2017: International

Conference - Co-creating the Future of Tourism, Aveiro, Portugal.

14. Hudson, S., So, K. K. F., Cárdenas, D., & Meng, F. African-American travelers and racial

discrimination. Paper presented at 7th Critical Tourism Studies Conference, Palma de

Mallorca, Spain.

15. Min, S., & So, K. K. F. (2016). Factors affecting consumer adoption of food ordering

mobile applications: Insights from Innovation Diffusion Theory and Technology Acceptance

Model. Paper presented at the 22nd Annual Graduate Education and Graduate Student

Research Conference in Hospitality and Tourism, Houston, USA.

16. Zhang, P., Meng, F., & So, K. K. F. (2016). Unobserved heterogeneity in tourism shopping:

A Finite mixture segmentation approach, Paper presented at the 22nd Annual Graduate

Education and Graduate Student Research Conference in Hospitality and Tourism, Houston,

USA.

17. So, K. K. F., & King, C. (2016). Engaged or disengaged? A latent profile analysis of

customer engagement. Paper submitted to the 2nd Global Tourism & Hospitality

Conference, Hong Kong.

18. So, K. K. F., Wu, L., Xiong, L., & King, C. (2016). The role of customer brand

identification in the era of social media. Paper submitted to the 2016 I-CHRIE Summer

Conference, Dallas, USA.

19. Xie, K., So, K. K. F., & Wang, W. (2016). The joint effects of management responses and

online reviews on financial performance: A data analytics approach. Paper submitted to the

2016 I-CHRIE Summer Conference, Dallas, USA.

20. Qi, R. So, K. K. F., Cárdenas, D., Hudson, S., & Meng, F. (2016). The mediator effects of

tolerance on residents’ support toward tourism events. Papers submitted to Annual

International Conference of the Travel and Tourism Research Association, Vail, USA.

21. So, K. K. F., & King, C. (2015). Building customer brand identification: Examining the role

of brand identity attractiveness. Paper accepted for the 2015 I-CHRIE Summer Conference,

Orlando, USA.

22. So, K. K. F., Li, R. X., & Wang, Y. (2015). Travel motivations and constraints:

segmentation using a finite mixture partial least squares (FMIX-PLS) analysis. Paper


accepted for the 2015 I-CHRIE Summer Conference, Orlando, USA.

23. So, K. K. F., Becken, S., McLennan, C. J., Marshall, J. and Pang, B. (2014). Investigating

drivers of overall trip satisfaction and expectations: An evaluation of Chinese visitors to

Australia, Paper presented at the G20 First East-West Dialogue on Tourism and the Chinese

Dream Conference, Gold Coast, Australia.

24. So, K. K. F., King, C., & Sparks, B. A. (2014). Enhancing customer-brand relationship

quality: The role of customer engagement. Paper presented at the 2014 I-CHRIE Summer

Conference, San Diego, USA.

25. So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2014). An examination of factors

affecting customer engagement behavior. Paper presented at the 24th Annual CAUTHE

Conference, Brisbane, Australia.

26. So, K. K. F., King, C., & Sparks, B. A. (2012). Building hotel brand loyalty: A social

identity perspective. Paper presented at the 2012 I-CHRIE Summer Conference,

Providence, USA.

27. So, K. K. F., King, C., & Sparks, B. A. (2011). Developing and validating a model of

customer engagement with tourism and hospitality brands. Paper presented at the World

Research Summit for Tourism and Hospitality, Hong Kong.

28. So, K. K. F., King, C., & Sparks, B. A. (2010). Exploring the role of customer

engagement in building service brand loyalty. Paper presented at the Doctoral

Colloquium of Australia and New Zealand Marketing Academy Conference,

Christchurch, New Zealand.

Research Grants:

[Successfully Funded]

1. “The Economic Impact of the Equine Sector in South Carolina”. Funded by South Carolina

Department of Agriculture. August 2018. Role: Co-PI. PI: Simon Hudson. Other Co-PIs:

Joseph Von Nessen, Todd Koesters, and Fang Meng. Amount requested: $46,500.

2. “The Effect of Lodging Tax Increases on U.S. Destinations”. Funded by the American Hotel

& Lodging Educational Foundation. May 2018. Role: Co-PI. PI: Simon Hudson. Other Co-

PIs: Fang Meng and Scott Smith. Amount requested: $56,177.

3. “Attracting “Hot” Asian Tourist Markets to the Real Southern Hotspot”. Funded by the

Columbia Metropolitan Convention & Visitors Bureau. June 2017. Role: Co-PI. PI: Rich

Harrill. Other Co-PI: Fang Meng. Amount awarded: $25,000.

4. “A Longitudinal Investigation of the Role of Sensory Brand Experiences in Building

Customer Engagement”. Funded by College of Hospitality, Retail, and Sport Management


Interdisciplinary Faculty Grant Program, University of South Carolina. May 2017. Role: PI.

Co-PIs: Khalid Ballouli and Bob Heere. Amount awarded: $9758.33.

5. “Why do People Choose Airbnb? An Examination of Emotional Motivations behind the

Sharing Economy”. Funded by The Office of the Executive Vice President for Academic

Affairs and Provost, University of South Carolina. May 2017. Role: PI. Co-PI: Simon

Hudson. Amount awarded: $9542.00.

6. “Increasing African American Tourism in South Carolina”, funded by South Carolina

Department of Parks, Recreation & Tourism, February 2016. Role: Co-PI. PI: Simon Hudson. Other Co-PIs: David Cárdenas and Fang Meng. Amount awarded: $60,840.

7. “Examining the Priorities, Practices, and Effectiveness of Multi-National Hotel Groups

Brand Internalization and Delivery in China”, funded by The Hong Kong Polytechnic University, December 2015. Role: Co-I. PI: Alice Hon. Other Co-I: Ceridwyn King. Amount awarded: $41,118.

8. “Brand Associations of the Commonwealth Games: Perceptions of the Chinese Market”, funded by Griffith Business School, Griffith University, December 2015. Role: Co-PI. PI: Xin Jin. Other Co-PIs: Karin Weber and Xiang (Robert) Li. Amount awarded: $5,840.

9. “Attracting Retirees and Pre-retirees to Rural South Carolina”, funded by The

Department of Commerce’s Economic Development Administration, July 2015. Role: Co-PI. PI: Simon Hudson. Other Co-PIs: David Cárdenas and Fang Meng. Amount awarded: $72,690.

10. “The Columbia Hospitality Tax-An Evaluation of Effectiveness”, funded by City of

Columbia, March 2015. Role: Co-PI. PI: Simon Hudson. Other Co-PIs: Fang Meng and David Cárdenas. Amount awarded: $38,200.

11. “A triangulated Investigation of Online Customer Engagement”, funded by the Internal

Research Grant (IRG), Griffith Business School, Griffith University, November 2014. Role: Co-PI. PI: Ying Wang. Other Co-PIs: Beverley Sparks and Xiang (Robert) Li. Amount awarded: $9,988.

12. “Beaufort North Carolina Development Evaluation: Front Street Village”, funded by the Front

Street Village, Beaufort, October 2014. Role: Co-PI. PI: Simon Hudson. Other Co-PIs: Fang Meng and David Cárdenas. Amount awarded: $9,425.

13. “Establishing a China U.S.-Travel Monitor Program: Gap Analysis”, funded by the National Tour Association, Alfred P. Sloan Foundation Travel & Tourism Industry Center, Hawaii Tourism Authority, NYC & Company, California Tourism Commission, and Visit Orlando, September 2014. Role: Collaborator (survey design). PI: Xiang (Robert) Li. Co-PI: Rich Harrill. Amount awarded: $68,000.

14. “Firm-led Strategies to Counter Negative Consumer Generated Reviews”, funded by the Caesars Hospitality Research Centre Grant Award Program, June 2012. Role: Project


Manager (survey design, data collection, data analysis, and manuscript drafting for the quantitative phase). PI: Beverley Sparks. Co-PI: Sarah Gardiner. Amount awarded: $45,200.

[Submitted but Unfunded]

1. “Tourism Marketing Plan for Berkeley County”. Proposal submitted to Berkeley County

Government in August 2017. Role: Co-PI. PI: Simon Hudson. Other Co-PI: Fang Meng.

Amount requested: $47,640. (unfunded)

2. “A Study on the Economic Carrying Capacity for the Island of Aruba”. Proposal submitted to

the Aruba Tourism Authority in October 2017. Role Co-PI. PI: Simon Hudson and Robin

DiPietro. Other Co-PIs: Fang Meng and Nicholas Wantanabe. Amount requested: $50,486.

(unfunded)

3. “Tourism in Appalachia: Trends and Strategies”. Proposal submitted to Appalachian

Regional Commission in August 2017. Role: Co-PI. PI: Simon Hudson. Other Co-PIs: Rich

Harrill, Joseph Von Nessen, Fang Meng, Scott Smith, David Cárdenas, Jerry Mitchell, and

Kevin Remiongton. Amount requested: $187,703. (unfunded)

4. “The Impact of President Trump's Immigration Policies on the US Travel Industry”.

Proposal submitted to the Russell Foundation in August 2017. Role: Co-PI. PI: Simon

Hudson. Other Co-PIs: Fang Meng and Scott Smith. Amount requested: $49,955.

(unfunded)

5. “Tourism Marketing Plan for Berkeley County” Proposal submitted to Berkeley County

Government in August 2017. Role: Co-PI. PI: Simon Hudson. Other Co-PI: Fang Meng.


6. “Preservation of Culture Along the Gullah Geechee Heritage Corridor”. Proposal submitted

to University of South Carolina Asprie II in February 2017. Role: Co-PI. PI: Simon Hudson.

Other Co-PIs: Elise Lewis, Joseph Von Nessen, David Cárdenas, and Fang Meng. Amount

requested: $82,663. (unfunded)

7. “Brand Assessment and Development to Promote Tourism: Floridablanca, Santander”.

Proposal submitted to Universidad Pontificia Bolivariana Seccional Bucaramanga,

Bucaramanga, Colombia in June 2016. Role: Co-PI. PI: David Cárdenas. Other Co-PIs:

Simon Hudson, Rich Harrill, and Fang Meng. Amount requested: $82,108. (unfunded)

8. “Butler County Branding Initiative”. Proposal submitted to the Butler County, Ohio in May

2016. Role: Co-PI. PI: Simon Hudson. Other Co-PIs: Fang Meng and David Cárdenas.


9. “Accelerating Accessible Tourism in the US”. Proposal submitted to University of South

Carolina Asprie II in February 2016. Role: Co-PI. PI: Simon Hudson. Other Co-PIs: Fang


Meng, David Cárdenas, Suzanne McDermott, John Grady, and Anna Scheyett. Amount


10. “An Experimental Investigation of Company-led Influences on Customer Engagement on

Social Network Sites: A Triangulation of Self-report Data and Biometrical Data”. Proposal

submitted to the Office of Provost, University of South Carolina in November 2015. P.I.:

Kevin Kam Fung So. Co-PIs: Ying Wang, Beverley Sparks, and Xiang (Robert) Li.


11. “Coping with Natural Disaster: Analyzing the Crisis Communication Strategies of Tourism

Governmental Agencies and Organizations During and After The 2015 South Carolina

Floods. Proposal submitted to the Office of Research, University of South Carolina in October

2015. Role: Co-PI. PI: Simon Hudson. Other Co-PIs: Fang Meng and David Cárdenas.


12. “Accelerating Accessible Tourism in the US”. Proposal submitted to University of South

Carolina Asprie II in February 2015. Role: Co-PI. PI: Simon Hudson. Other Co-PIs: Fang

Meng, David Cárdenas, Suzanne McDermott, John Grady, and Anna Scheyett. Amount


13. “An Experimental Investigation of Company-led Influences on Customer Engagement on

Social Network Sites: A Triangulation of Self-report Data and Biometrical Data”. Proposal

submitted to the Office of Provost, University of South Carolina in November 2014. Role:

PI. Co-PIs: Ying Wang, Beverley Sparks, and Xiang (Robert) Li. Amount requested:

$18,927. (unfunded)

14. “Lake Greenwood South Carolina Master Plan”. Proposal submitted to Lake Greenwood

County in September 2014. Role: Co-PI. PI: David Sprinkle. Other Co-PIs: Simon Hudson,

David Cárdenas, and Fang Meng. Amount to be negotiated when proposal is funded.

(unfunded).

15. “Strategic Tourism Master Plan for the Island of Curacao”. Proposal submitted to Curaçao Tourism Board in April 2014. Role: Co-PI. PI: Simon Hudson. Other Co-PIs: David Cárdenas, Robin DiPietro, Rich Harrill, Xiang (Robert) Li, Fang Meng, Ryan R. Peterson, and Gilbert Cijnte. Amount requested: $214,975. (unfunded).

Research Supervision

Ph.D Somang Min (Major Professor, 2016-)

Hyunsu Kim (Major Professor, 2018-)

Chuhan Wang (Committee Member, 2018-)

Walker Ross (Committee Member, 2018-)

Kelly Evans (Committee Member, 2018-)

Katie Reifurth (Committee Member, 2017-)

Jing Li (Committee Member, 2017-)


Rui Qi (Committee Member, 2015-)

Yongjin Hwang (Committee Member, graduated in 2018)

Scott Taylor (Committee Member, graduated in 2018)

Pei Zhang (Committee Member, graduated in 2017)

Henry Wear (Committee Member, graduated in 2017)

Yang Cao (Committee Member, graduated in 2016)

Master Andre Letang (Advisor, graduated in 2016)

Teaching Experience

[University of South Carolina]

Spring 2018 HRTM 450 Hospitality and Tourism Marketing

36 students, M=4.28 (overall assessment of instructor, scaled 1-5, 5=Excellent)

HRTM 388 Resort Development and Management

67 students, M=4.51

Fall 2017 HRTM 450 Hospitality and Tourism Marketing

39 students, M=4.32

HRSM 700 Quantitative Methods in HRSM (PhD Level)

5 students, M=4.60


67 students, M=3.91

HRTM 388 Resort Development and Management

51 students, M=4.41

Fall 2016 HRTM 798 Directed Study – Advanced Quantitative Methods in

Hospitality, Tourism, and Sport Management (PhD Level)

9 students, M=4.22


31 students, M=4.34

Fall 2015 HRTM 388 Resort Development and Management 40 students, M=4.35

Spring 2015 HRTM 280 Foundations of Tourism

49 students, M=3.52

HRTM 450 Hospitality and Tourism Marketing


49 students, M=3.41

Fall 2014 HRTM 280 Foundations of Tourism

78 students, M=4.01

[Griffith University, Courses Taught as a Graduate/PhD Student]

Semester 1, 2013 1002HSL Introduction to Research




Semester 2, 2011 3203HSL Tourism Economics

Semester 1, 2011 2304HSL Hospitality Marketing



Semester 1, 2010 1304AFE Business Statistics



Semester 2, 2009 3001 HSL Strategy and Change: A Service Industry Approach Strategy and

Change




[Griffith University, Guest Lecturer for Tourism and Hospitality Courses]

May, 2013

7218HSL Understanding Research in Tourism, Hospitality, Sport and

Events

October, 2012 1002HSL Introduction to Research

May, 2012 1002HSL Introduction to Research



September, 2010 3206HSL Hospitality Marketing

Griffith University Offshore Program with CUHK, Hong Kong

November, 2010 3203HSL Tourism Economics

December, 2009 3206HSL Hospitality Marketing

Griffith University Offshore Program with CUHK, Hong Kong

Service:

2018 Concentrations and Specializations Committee in the School of Hotel, Restaurant

and Tourism Management, College of Hospitality, Retail, and Sport Management,


2017 Search Committee for Assistant Professor Faculty Position, School of Hotel,

Restaurant and Tourism Management, College of Hospitality, Retail, and Sport

Management, University of South Carolina

2017 Search Committee for Director of the Alfred P. Sloan Foundation Travel and

Tourism Industry Center, College of Hospitality, Retail, and Sport Management,


2017 Search Committee for Open Rank Faculty Position, Department of Sport and

Entertainment Management, College of Hospitality, Retail, and Sport


2016 Search Committee for the Associate Dean of Faculty and Operations, College of


2016- International Activities Committee in the College of Hospitality, Retail, and Sport

present Management, University of South Carolina

2016 Search Committee for the Chair of the School of Hotel, Restaurant and Tourism


2016

Chair of Panel Judges for the College of Hospitality, Retail, and Sport

Management Poster Competition

2015 –

2016

Search Committee for the Chair of the School of Hotel, Restaurant and Tourism



2015 –

2016

Admission Committee in the College of Hospitality, Retail, and Sport


2015 The College of Hospitality, Retail, and Sport Management Naming Task Force

2015

2nd AMISTAD’s International Executive Forum on Tourism Innovation and

Entrepreneurship Strategies Conference Organizing Committee

2014

G20 First East-West Dialogue on Tourism and the Chinese Dream Conference

Organizing Committee

2010-

2013

Research Higher Degree (HDR) student representative in the Management

Committee of the Centre for Tourism, Sport and Services Research, Griffith

Business School.

Professional Experience

July, 2006 –

December, 2009

Food and Beverage Attendant, Sheraton Mirage Resort and Spa Gold

Coast, Main Beach, Queensland, Australia

June, 2005 –

June, 2006

Banquet Attendant, The Sheraton Perth, Perth, Western Australia,

Australia

December, 2004 –

June, 2006

Food and Beverage Attendant, Gala Restaurant (a la Carte),

Applecross, Western Australia, Australia

December, 2004 –

March, 2005

Hotel Porter, The Perth Ambassador Hotel, Perth, Western Australia,

Australia

October, 2010 –

November, 2004

Houseman, Comfort Inn Wentworth Plaza, Perth, Western Australia,

Australia

Professional Membership:

International Council on Hotel, Restaurant, and Institutional Education (ICHRIE)

The Council for Australasian University Tourism and Hospitality Education (CAUTHE)

American Hotel & Lodging Association – (AH&LA)

Statistical/Research Software

SPSS

AMOS

Mplus

SmartPLS


XLSTAT

STATA

Minitab

NVivo

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